In a recent episode of the Winning with Shopify Podcast, Nick sat down once again with Rebecca from Conscious Skincare to dive into what it really takes to run an ethical beauty brand in today’s market.
Rebecca first joined the podcast two years ago, and much has evolved since then. From navigating industry challenges to refining her marketing strategy, she returned to share her latest insights on building a skincare business rooted in transparency and purpose.
From Corporate London to Conscious Skincare
Rebecca’s journey into skincare wasn’t straightforward. Once living a fast-paced corporate life in London, her turning point came during a delay at Dublin airport. She picked up a luxury cream, glanced at the ingredient list, and quickly realised she had no idea what most of it was.
That curiosity sparked years of research into what goes into skincare products—and why so many of them don’t actually deliver. Later, after her husband experienced severe health issues linked to pesticide exposure, Rebecca’s focus on limiting harmful chemicals became even sharper. Together, they decided to create products they could trust themselves.
This blend of personal experience and passion for health ultimately gave rise to Conscious Skincare.
The Principles Behind the Products
Rebecca has always been clear: the brand had to stay true to a few core principles.
- Plant-based ingredients – everything recognisable and purposeful.
- Strict formulation standards – no fillers, no shortcuts.
- Sustainability at the core – glass and aluminium packaging where possible, no unnecessary boxes, and ongoing work towards refill solutions.
The result is a carefully developed range of face, body, hair, and hand products designed to support skin health without unnecessary chemicals.
Marketing Against the Giants
One of the biggest challenges for a small skincare brand? Competing against industry giants like L’Oréal or Maybelline, who have budgets to dominate shelves everywhere from supermarkets to petrol stations.
So how does Conscious Skincare cut through the noise?
Rebecca points to authenticity and loyalty. Customers with challenging skin conditions, such as eczema or dermatitis, often turn to Conscious Skincare after mainstream products cause problems. And once they try it, they tend to stay.
“Once we’ve got customers, how loyal they are is invaluable,” Rebecca explained. “That’s what you want, real retention.”
Transparency also plays a huge role. Whether it’s being open about ingredient choices or explaining why products aren’t boxed in fancy packaging, honesty resonates. It may not be the quickest way to scale, but it builds trust and longevity.
Lessons in Growth
Rebecca also shared her perspective on growth and planning. Early on, she skipped the traditional business plan altogether, choosing to focus instead on creating great products and finding customers.
Over time, she’s leaned into practical strategies such as:
- Incremental growth – small, 30% increases in customer numbers, order frequency, and average order value.
- Direct communication – appearing personally in social media stories and ads, giving the brand a face and a voice.
- Content authority – publishing regular blogs to position the brand as an expert, particularly as AI reshapes search.
The brand’s agility, being able to act quickly where bigger competitors often look slow and corporate, has also been key.
Looking Ahead
Asked about her biggest current challenge, Rebecca didn’t hesitate:
“We want to reclaim the customers we lost through Brexit.”
With expansion back into Europe on the agenda, she’s heading to the Netherlands to reconnect with markets that were previously harder to serve. At the same time, she’s laser-focused on ensuring Conscious Skincare remains visible in the AI-driven world of search and discovery.
The Takeaway
Rebecca’s story is a reminder that building a brand today isn’t about throwing money at ads or chasing overnight success. It’s about clarity, honesty, and staying true to the values that make you stand out in a crowded market.
For Conscious Skincare, that means prioritising clean, effective ingredients, engaging directly with customers, and growing sustainably, even if it takes longer.
Check out the full podcast here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital